No Coke at IPL stadia as Pepsi likely to be beverages partner of Mumbai Indians

21 Jan,2014

By Ravi Teja Sharma & Ratna Bhushan

 

PepsiCo is close to signing a deal to become the beverages partner of Indian Premier League team Mumbai Indians, potentially shutting out rival Coca-Cola’s products from stadiums hosting the country’s most popular sporting event.

 

The US beverages and snacks maker is expected to shell out close to Rs 11 crore for a three-year pouring rights deal with Mumbai Indians, an official closely involved with the developments said. It gives the firm exclusive rights to serve its beverages at teams’ home matches.

 

PepsiCo already has pouring rights of seven of the eight teams in the IPL, besides title-sponsorship rights for the cash-rich league. Coca-Cola, which had been holding the pouring rights for Mumbai Indians for three years till last season, has also been in talks to renew its contract with the team.

 

“But Coca-Cola is unwilling to pay a premium for the rights and since PepsiCo is already associated strongly with the IPL as title sponsor and with the rest of the teams, PepsiCo has been more keen on the rights,” the official quoted earlier said. A spokesman for Mumbai Indians declined to comment on the potential deal with PepsiCo.

 

Spokespersons for PepsiCo and Coca-Cola too declined comment. Cricketer Sachin Tendulkar, who retired last year, represents Mumbai Indians and is also associated with Coca-Cola’s social campaigns. But his contract with the firm is up for renewal this year.

 

The firm did not comment on whether it would continue its association with him. Coca-Cola had paid about Rs 5 crore for its three-year deal with the Mumbai franchise.

 

Source:The Economic Times

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